You announce them and only start looking for sponsors after Roglic doesn't crash 3 months away in Tirreno and Evenepoel doesn't drop out the Giro midway the 2nd week.Would explain why they suddenly want an extra 3M from Enel to be the main sponsor of the maglia rosa.
"O crap, more that once accepted and we don't have the money! How do we get a few extra Millions?"